Description
Position Overview:
The Communications Director manages all functions related to marketing and communications. The individual will identify and execute marketing campaigns to attract and retain members, and drive member and guest usage of Club services. The individual is also responsible for the overall communication strategy and accountable for all Club communications including newsletter, club website, social media, signage, email, and in-house collateral.
Requirements
Essential Functions:
- Establish and drive cohesive, successful marketing and communications strategies.
- Develop the brand voice and maintain brand integrity across all platforms.
- Partner with all departments to ensure a unified brand and voice for all communications across the organization.
- Assist the Director of Membership & Marketing with the creation of the annual budget.
- Ensure that the Club achieves its strategic and financial goals through marketing campaigns that would help drive membership recruitment, retention, and the marketing of services and offerings.
- Serve as a supervisor by guiding and supporting the development of the Communications Coordinator.
- Oversee the creation, editing and proofreading of communications for the Club, including club-wide communications, newsletter, club website, mobile app, social media, signage, email, mailings and in-house collateral.
- Oversee annual submissions, such as Platinum Clubs of America, YAA Board of Excellence Awards.
- Help plan and prepare for prospective members and new member events.
- Develop annual content marketing calendar.
- Develop, execute, monitor, and analyze a social media strategy across all channels for the entire Club.
- Assist with coordinating club photography and videography.
- Track, measure, and analyze all initiatives to report on ROI.
- Define key performance indicators for each communications channel, assess and report on the effectiveness of communications campaigns and strategies
- Coordinate with marketing peers to share best practices, key insights, and competitive intelligence, and coordinate on overall talent management.
- Responsible for handling member inquiries and concerns quickly and effectively.
- Manage partnerships/contracts with:
- Yale Athletics
- Yale Alumni Magazine
- Raydiant
- Pacesetter
- Clubessential
- Conducting crisis management procedures and communicating them to staff and members.
- Serve as a media spokesperson and coordinate media relations activities.
- Perform additional duties as assigned by the General Manager, Director of Membership & Marketing, and Chair of the Membership and Marketing Committee.
Core Responsibilities
- Innovation and Creativity:
- Possess unique and creative marketing ideas. Have an in-depth understanding of current communication and engagement trends, including any technology needed to support these initiatives. Must possess the confidence to explore innovative concepts.
- Strategic Planning:
- Develop and implement comprehensive membership marketing strategies utilizing email, digital campaigns, paid social media, Google Analytics, SEO/SEM, retargeting and events.
- Conduct market research and analysis to identify trends, opportunities, and areas for growth.
- Collaborate with cross-functional teams to integrate marketing initiatives across channels.
- Team Leadership and Development:
- Foster a collaborative and innovative work environment.
- Exhibit a broad knowledge and experience base and develop the existing team to the level of a high-performing
- In tandem with developing the team, the individual must be comfortable with delegating existing projects to focus on the next big idea.
- Performance Analysis and Reporting:
- Proven ability to create and deliver successful marketing campaigns resulting in significant increases in membership and use of services in the Club.
- Regularly analyze and report on the performance of campaigns, providing insights for continuous improvement.
- Use data to make informed decisions and adjustments to optimize marketing strategies.
- The individual must have experience with budgets, financial reporting and demonstrate a complete understanding of communication strategies.
- Membership Acquisition and Retention:
- Lead the development and execution of campaigns to attract new members and retain existing ones.
- Utilize data-driven insights to optimize acquisition and retention efforts.
- Implement targeted marketing programs to engage members throughout their lifecycle.
- Develop and attend membership events both in Club and New Haven.
- Brand and Messaging:
- Develop compelling and effective content to communicate the value of membership to diverse audiences.
- Ensure consistent messaging and branding across all membership marketing materials and communications.
- Collaborate with the communications team to align marketing messages with overall brand strategy.
Other Requirements
- The position requires regular in-person attendance.
- Exceptional relationship building skills.
- Highly organized and detail oriented.
- Professional demeanor and appearance.
- Possess the ability to be flexible and adapt to change.
- Excellent people and customer service skills and superior interpersonal skills.
- Excellent presentation and communication skills including, email, written, phone, and verbal.
- Be dynamic, self-motivated, creative, practice empathy, emotional intelligence, and mindfulness with members, and staff.
- Professional demeanor, respectful, and professional interactions with all members, guests and staff.
- Strong leadership qualities – communication, building and leveraging relationships, managing-up, down and across, stakeholder management and self confidence
Reasoning Abilities And Physical Demands
- Ability to problem-solve, create and maintain schedules, and be both a prepared and flexible person.
- Establish and uphold positive and productive working relationships with members, guests and staff.
- Work efficiently, both independently and as part of a team.
- Be organized, exercise sound judgment, perform detailed tasks; understand, follow and give clear verbal and written direction.
- Job routinely requires sitting, walking, talking, and use of a computer and telephone.
- Some travel is required.
Education And Experience
- Bachelor’s degree in a relevant discipline required
- Minimum of seven (7) years of experience in marketing and communication roles.
- Demonstrated success in developing and implementing marketing strategies, communications, programs, and initiatives.
- Minimum of five (5) managing high-performing teams
- Previous hospitality, member association, or private club experience is preferred.
- Knowledge of CRM systems
- High level of proficiency in Microsoft Office Suite, Adobe Creative Suite, Canva
- Experience with Mailchimp, SEO/SEM, Google Analytics
- Photography and videography skills
- Business development marketing experience desired
Essential functions listed on this job description are not all inclusive. The General Manager and Director of Membership & Marketing may assign additional duties and responsibilities as necessary.
